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Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries

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  • Kiju Jung
  • Ellen Garbarino
  • Donnel A. Briley
  • Jesse Wynhausen

Abstract

Two commentaries on our article offer interesting and useful paths for pushing forward the research stream we have developed. Jost, Langer, and Singh suggest delving more deeply into underlying psychological motives while extending our finding to consumer boycotting behavior, and Crockett and Pendarvis suggest broadening the scope to consider the sociocultural context in which complaining occurs. We discuss these two complementary approaches. Building on these ideas, we offer five research themes we believe are fruitful avenues for exploring the interface between consumer research and political ideology. As an illustration of one of these themes, we use three county-level datasets to explore whether and how political ideology and social vulnerability combine to influence a number of prosocial behaviors.

Suggested Citation

  • Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 511-518.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:3:p:511-518.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx085
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    References listed on IDEAS

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    1. Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
    2. Winterich, Karen Page & Zhang, Yinlong & Mittal, Vikas, 2012. "How political identity and charity positioning increase donations: Insights from Moral Foundations Theory," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 346-354.
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    4. Blair Kidwell & Adam Farmer & David M. Hardesty, 2013. "Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 350-367.
    5. Keisha M. Cutright & Eugenia C. Wu & Jillian C. Banfield & Aaron C. Kay & Gavan J. Fitzsimons, 2011. "When Your World Must Be Defended: Choosing Products to Justify the System," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 62-77.
    6. John T. Jost & Melanie Langer & Vishal Singh, 2017. "The Politics of Buying, Boycotting, Complaining, and Disputing: An Extension of the Research Program by Jung, Garbarino, Briley, and Wynhausen," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 503-510.
    7. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.
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    Cited by:

    1. Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).
    2. Thomas Usslepp & Sandra Awanis & Margaret K Hogg & Ahmad Daryanto, 2022. "The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 176(3), pages 519-531, March.
    3. Madani, Fatima & Seenivasan, Satheesh & Ma, Junzhao, 2021. "Determinants of store patronage: The roles of political ideology, consumer and market characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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